第六章、 結論
第三節、 未來建議
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第二節、 研究限制
在我們的一開始的研究結果中「訂單履行與退貨服務」功能對於網站流量及轉換 率都無明顯的支持，因此我們將店家依據所販售的產品類別分類，然而在 Shopping goods 類別以及 Specialty 類別的店家中某些構面對於轉換率的影響又出現了意外的負 向結果，我們探討其原因，發現資料來源中的「退貨服務」的子構面資料中只有三個 功能變數，因此在這一個構面的資料數量不夠充足可能會影響到實驗的結果，此外，
本資料來源中的功能變數資料，其資料型態為二進制型態的 0 或 1，但是資料中的某 些網站功能不僅僅是 0 或 1 就足夠顯示該功能的好壞，像是網站設計類的功能或是一 些網站提供的服務，僅以 0 和 1 來衡量會有失準確性，本研究採用次級資料分析的方 式，資料格式及型態固定，採用此種分析方式可能會有所侷限。
第三節、 未來建議
在未來做相關研究時，需要考量到這些限制來設計研究的架構以及模型，本研究 未來建議條列成下列幾點。
1. 將構面分類時可以考慮將變數較少的構面和其他構面合併或是提出其他構面 以防止某個構面的變數資料過少的情形發生。
2. 在挑選網站功能時，除了要參考文獻，還需要排除掉難以 0 和 1 衡量，模糊不 清之網站功能變數。
3. 在觀察前一年度之功能變數是否會影響到下一年度之結果時，建議蒐集三個 年度以上之資料，以利使用追蹤資料(panel data)的分析方法來進行跨公司的實 證分析。
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7 Gome Electrical Appliances 國美電器 40921950 1.50%
8 VIPShop Holdings Ltd. 唯品會 59620953 2.30%
16 Shanghai Oriental CJ Commerce NA 2069025 4.67%
17 Muyingzhijia.com 母婴海淘 8783619 2.73%
18 Letao Inc. 乐淘网上鞋城 9099549 3.10%
19 HappiGo Ltd. 快乐购 7234620 3.00%
20 S.cn Network Technology NA 12672006 2.15%
21 Books.com.tw 博客來 2256348 4.00%
28 LightInTheBox.com 蘭亭集勢 6000000 3.00%
29 Womai.com 中粮我买网 5031696 4.00%
36 Far Eastern Electronic Commerce 亞東電子商務 896190 5.00%
37 Naruko 牛爾 5043673 3.90%
38 Richemont Group 歷峰集團 1069275 1.90%
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81 Haier Group E-Commerce NA 1503205 3.91%
82 Changhong TV NA NA 0.80%
89 Strawberry Cosmetics NA 1806528 5.32%
90 Logitech International SA 羅技 422706 4.00%
91 Awo.cn 欢动世界 2317483 2.15%
114 Mbaobao Leather Goods NA 4539504 1.90%
115 Bosideng 波司登 3009740 1.75%
116 Toshiba Corp. 東芝 NA 0.90%
117 Xijie.com 西街网 522500 3.80%
118 IKEA Systems BV NA 2900429 3.44%
119 Rayi.cn 锐意网 653616 1.50%
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120 Beijing Golden Elephant NA 5785324 5.32%
121 Anta 安踏體育 NA 1.80%
134 Fantasia Communications NA 498895 2.40%
135 Hewlett-Packard 惠普 10437311 0.50%
136 Qidian.com 起点中文小说网 15384820 0.30%
156 99 Online Bookstores NA 4012622 4.00%
157 Sansejin.cc 三色堇丰胸官方网 2120426 2.15%
158 GoodJD.com 品牌家电网 446097 2.00%
159 Zhenpin.com 珍品网 2657979 1.90%
160 Shanghai Inoherb Cosmetics 相宜本草 NA 1.60%
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169 L'Occitane International SA 歐舒丹 211860 3.00%
170 Buyjk.com NA 2315142 1.90%
171 Sensen Department Store NA 387053 7.00%
172 KingStone 金石堂網路書店 471426 2.90%
173 Meizu.cn 魅族 825966 1.10%
174 BalaBala 巴拉巴拉童装 NA 1.80%
175 Anxin 安心转运 NA 1.45%
176 Dabuwawa Pink Doll NA 1275005 1.80%
177 Foshan Ali Shunlinsy Furniture NA NA 0.90%
178 Goelia 歌莉娅 NA 2.00%
188 Greendays.com.cn 绿叠子 2233020 1.90%
189 Sjq.cn 四季青 2242165 1.90%
198 Confucius Books Network NA 3593515 3.50%
199 Mickey Network NA 2146750 5.32%
200 Tianxiu Network NA 1112847 3.44%
201 Amoy Shoes Network NA 1320000 3.44%
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202 Sa Sa International Holdings 莎莎國際 603474 5.32%
203 Misun.cn 米尚 2041991 1.90%
226 Huaqiangbei Online NA 104990 4.34%
227 Doin International NA 1414535 3.44%
228 Acorn Information Technology NA 964585 4.67%
229 51dc.com 摄团网 591889 2.30%
235 Edifier Technology 漫步者 1324044 0.65%
236 Kappa NA NA 2.10%
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245 Shishangqiyi.com 时尚起义 396191 3.44%
246 Xiangguo.tv 橡果国际官网 964585 2.30%
247 Yoger.com.cn 优个网 869746 1.80%
248 Langsha 浪莎內衣 860628 1.80%
249 Redutuan.com 热度团 877120 2.30%
250 Mellk.com NA 655545 4.00%
251 Shanda Interactive Entertainment 盛大網絡 3090958 3.00%
252 LeCake.com 诺心蛋糕官网 561144 4.00%
253 Uiyi.cn 佑一良品包包官网 2324237 3.44%
254 Beijing Shopin Retail NA 1492759 2.15%
255 Nike Inc. 耐吉 624701 3.10%
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288 Liberty Interactive Corp. NA 2125934 2.50%
289 Zimilan.com 植玫兰 449199 4.00%
311 Crackberry.com NA 338250 1.35%
312 Meici.com 美西时尚 679251 1.90%
313 Kingzee.com 金妆国际官网 430527 2.30%
314 ChelseaMegastoreAsia.com 切尔西亚太区购物网 263604 3.44%
315 Wholesale-Dress.net NA 662317 1.90%
316 ZGJF168.com 中国家纺 336729 1.50%
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341 Tiger Information Technology NA 629178 4.67%
342 Jufengshang.com 聚风尚名表商城 586799 1.90%
343 Much001.com 麦圈网 390682 2.30%
344 Lcread.com 连城读书_小说网 326503 3.30%
345 Samsung Electronics Co. Ltd. 三星 593598 1.30%
346 MyPrice.com.cn NA 1108752 1.40%
347 Ymatou.com 洋码头 276425 4.67%
362 Jiajiale Purchase Technology NA 831193 5.32%
363 Ouleku.com 欧乐库 318489 2.30%
364 PepStyle International Ltd. NA 907352 4.00%
365 Iebook.cn 电子杂志-第一门户 310707 2.15%
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370 AVG Technologies NA 3454846 1.00%
371 GG1994.com 广购书城 386364 3.30%
372 Dapu.com 大朴智能止鼾枕 487152 1.90%
373 Kingsoftstore.com 金山軟件 248034 2.15%
374 Pupai.cn 普派正装 456594 1.90%
385 Shopping7.com.tw Shopping 7 網路購物城 721578 5.00%
386 Burberry Ltd. 巴寶莉 409917 2.80%
397 Shopping99 SHOPPING99 線上購物網 385325 4.80%
398 Jcang.com.cn 九藏天下网 268878 2.15%
404 Wondershare Software NA 690321 1.10%
405 52xie.com 运动磁场球鞋网 182749 1.90%
406 Baiyjk.com 百洋商城 398135 5.32%
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418 American Greetings Corp. NA 231847 1.75%
419 1626.com 1626 潮流前线 170833 2.00%
420 Hecha.cn 福建和茶网络科技有限公司 240079 1.75%
421 TopNewOnline.cn NA 294775 1.90%
422 KYPBuy.com 快易拍购物商城 169971 1.45%
423 Doido Diamond NA 235247 1.10%
424 Inshion.com 型尚网 301221 1.90%
425 China-Pub Online Bookstore 互動出版網 692201 6.00%
426 Mitsuo Outdoor Development NA 165165 1.85%
427 ACD Systems International NA 629379 1.95%
428 Nivea 妮維雅 NA 2.10%
429 Boqii.com 波奇宠物网 99882 1.85%
430 Chinavasion Wholesale Ltd. NA 107250 1.05%
431 Steve Madden Ltd. NA NA 1.80%
437 Harvest Fishing Tackle NA 125000 1.90%
438 The Ule Trade Co. Ltd. 邮乐网 370356 4.67%
444 SourceTec Software Co. Ltd. NA 114895 2.00%
445 17YA.com 一起呀团购网 262843 4.67%
446 Jomoo 九牧 NA 1.40%
447 Olay 歐蕾 NA 1.60%
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450 CommonWealth Magazine Group NA 369221 1.50%
451 Rovio Rovio 娛樂 859578 2.50%
459 ElleShop.com.cn NA 116318 1.55%
460 IPmart.com Wholesale Market NA 148742 0.90%
461 Tuanlaoban.cn 团老板 89699 1.85%
468 SoftBank Technology Corp. 軟體銀行 79280 1.65%
469 QinqinBaby.com 亲亲宝贝商城 68937 2.00%
470 Luhuiping.com 好父母-饭米粒 130594 1.05%
471 Roseonly NA 106005 2.40%
472 Mobile Commerce Street NA 53258 2.00%
473 Luxst.com 雅娜购 76755 1.90%
474 PriceAngels Co. Ltd. NA 49557 1.90%
475 Pandawill NA 101567 1.05%
476 GoToRead 浏览网 174010 1.20%
477 Rainbow Department Store NA 94671 1.05%
478 Mingo Headphone Digital Pro Shop 亦軒耳機音樂世界有限公司 64004 1.55%
479 UEMall 优 e 网 81128 1.65%
486 TinyDeal Direct Online Store NA 75739 1.45%
487 Max Factor 蜜絲佛陀 NA 1.90%
488 Geak 果壳智能手表 55373 1.55%
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489 66buy.cn 大商购物网站 61380 1.55%
490 Tangchenbeijian 汤臣倍健 NA 2.15%
491 ABS.cn 爱彼此家居 48741 1.50%
492 FocalPrice NA 49821 1.85%
493 The Beast NA 106009 2.10%
494 Tomtop Wholesale Center NA 36647 1.90%
495 Dai Ouini Jewelry 大新珠寶集團 54940 0.95%
496 Ookjee.com 杂良集 45652 1.15%
497 Kuka Home 顧家 NA 1.60%
498 Milanoo.com Ltd. NA 51308 1.75%
499 Kohler Co. NA NA 1.45%
500 Everbuying.com NA 19913 2.00%
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6 Gome Electrical Appliances 國美電器 50000000 1.65%
7 Yihaodian 1 号店 107500000 1.40%
16 Shanghai Oriental CJ Commerce NA 2618405 4.67%
17 S.cn Network Technology NA 17156078 2.15%
18 Lafaso.com 乐蜂网 9500000 2.60%
24 Muyingzhijia.com 母婴海淘 6497440 2.73%
25 Zhiwo.com 知我药妆 7634134 4.00%
26 LightInTheBox.com 蘭亭集勢 7500000 3.00%
27 Letao Inc. 乐淘网上鞋城 6400000 3.10%
28 Books.com.tw 博客來 2189953 4.00%
29 51Sheyuan Photo Court NA 1750000 1.75%
30 Wan Table Network NA 9421794 1.26%
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41 Far Eastern Electronic Commerce 亞東電子商務 1000000 5.00%
42 New Home Network NA 1444955 3.91%
49 Haier Group E-Commerce NA 3259060 3.91%
50 Jumeirah Network NA 1238251 2.90%
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78 Strawberry Cosmetics NA 2807091 5.32%
79 Glamour Sales 魅力惠 3925710 2.30%
90 Meilishuo.com NA 23532012 1.00%
91 99VK.com 九九维康 2081940 4.00%
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125 Sa Sa International Holdings 莎莎國際 1103131 5.32%
126 FClub E-commerce Co. NA 3787099 2.40%
135 Fantasia Communications NA 426651 2.40%
136 Mbaobao Leather Goods NA 3000000 1.90%
137 Dell Inc. 戴爾 6580880 1.45%
138 Bosideng 波司登 3225000 1.75%
139 Beijing Golden Elephant NA 3875000 5.32%
140 Sansejin.cc 三色堇丰胸官方网 1939613 2.15%
141 Hewlett-Packard 惠普 8380395 0.50%
142 Fairwhale 马克华菲 NA 1.80%
157 Foshan Ali Shunlinsy Furniture NA NA 0.90%
158 Goelia 歌莉娅 105359 2.00%
159 Snorer's Friend NA 457500 5.32%
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161 Shanghai Inoherb Cosmetics 相宜本草 81156 1.60%
162 Sacon Group Co. Ltd. NA NA 1.00%
171 L'Occitane International SA 歐舒丹 612500 3.00%
172 PB89.com 太平島 1500000 3.44%
173 Goodbaby 好孩子推車 NA 1.05%
174 Mendale 梦洁家纺 NA 1.15%
175 Confucius Books Network NA 3630758 3.50%
176 Buyjk.com NA 1000000 2.25%
182 99 Online Bookstores NA 2538108 4.00%
183 17mh.com 一起买好团购网 740248 4.00%
196 Sensen Department Store NA 324982 7.00%
197 Go.cn 我为你传媒 1000000 2.30%
198 SSGO.com 时尚购 1532402 2.30%
199 Sjq.cn 四季青 1500000 1.90%
200 Greendays.com.cn 绿叠子 1500000 1.90%
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210 Huaqiangbei Online NA 150000 4.34%
211 Amoy Shoes Network NA 1500000 3.44%
237 Shishangqiyi.com 时尚起义 373827 3.44%
238 Acorn Information Technology NA 650000 4.67%
239 Aituan.com 爱团网 725000 2.30%
240 Hodo.cn 红豆商城 1816633 1.90%
241 Zimilan.com 植玫兰 1252995 3.00%
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242 Doin International NA 875000 3.44%
243 139Shop.com 手機排行榜 1104177 2.00%
260 Beijing Shopin Retail NA 1250000 2.15%
261 Macy's Inc. 梅西百貨公司 433125 2.50%
262 Uiyi.cn 佑一良品包包官网 1500000 3.44%
263 Microsoft Corp. 微軟 1250000 2.10%
264 Logitech International SA 羅技 427183 4.00%
265 Li-Ning Co. Ltd. 李寧有限公司 2321927 1.43%
266 Shanda Interactive Entertainment 盛大網絡 2875000 3.00%
267 Pechoin Daily Chemical 百雀羚 NA 0.90%
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292 Liberty Interactive Corp. NA 2100000 2.00%
293 Kingzee.com 金妆国际官网 NA 2.30%
318 ChelseaMegastoreAsia.com 切尔西亚太区购物网 375000 3.44%
319 Vivian.cn 薇薇安 510059 1.90%
320 Meici.com 美西时尚 500000 1.90%
321 Wholesale-Dress.net NA 500000 1.90%
322 YesAsia.com Ltd. NA 370445 3.60%
323 Kangnai Group Co. Ltd. NA NA 1.90%
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324 Shopping7.com.tw Shopping 7 網路購物城 298453 5.00%
325 MMall.com 星易家 443785 1.40%
326 Buyfine.net 有好网 475000 1.90%
327 Crackberry.com NA 375000 1.35%
328 Red Apple 紅蘋果傢具 NA 1.20%
340 Jiajiale Purchase Technology NA 1253441 5.32%
341 Jufengshang.com 聚风尚名表商城 640020 1.90%
347 Tiger Information Technology NA 750000 4.67%
348 Wokang365.com 我康网 175000 4.00%
349 Haoshili.com.cn 好视力眼贴 175000 4.00%
350 Benlai.com 本来生活网 651184 1.65%
351 D1.com.cn D1 优尚 662242 3.44%
352 Shopping99 SHOPPING99 線上購物網 182257 4.80%
353 ING2ING.com 梦芭莎 523415 1.90%
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366 Kingsoftstore.com 金山軟件 294750 2.15%
367 MyPrice.com.cn NA 1088763 1.40%
368 Burberry Ltd. 巴寶莉 553983 2.80%
377 Wondershare Software NA 655073 1.10%
378 Abada.cn 阿巴达小说下载网 500000 6.00%
400 AVG Technologies NA 3076332 1.00%
401 PepStyle International Ltd. NA 100000 4.00%
401 PepStyle International Ltd. NA 100000 4.00%